SEMrush's New AI Toolkit: A Complete Review - Avenue Z
We recently had the opportunity to test SEMrush’s new AI Toolkit, and while it represents a positive advancement in AI-powered search visibility tracking, it may not be considered groundbreaking in the industry. This toolkit offers valuable insights such as market share analytics, sentiment analysis, competitive perception metrics, and audience behavior tracking across various platforms like ChatGPT, Gemini (Google AI), and Perplexity AI.
For brands seeking a comprehensive overview of their presence within AI-driven search environments, SEMrush's AI Toolkit can prove to be beneficial. However, for a more personalized and in-depth analysis, tools like our own AI Share of Voice tool might deliver more tailored insights specific to the brand.
Key Features of SEMrush's AI Toolkit
The AI Toolkit by SEMrush excels in certain areas, providing significant value to users:
- The tool effectively monitors the visibility of a brand within AI-powered search results and compares it with competitors. For instance, our analysis revealed that Warby Parker holds a 29% market share, outperforming competitors like Eyebuydirect and Zenni Optical.
- It categorizes brand sentiment into positive, neutral, and negative mentions, offering insights into consumer perception at scale. For example, Warby Parker's 88% positive sentiment stemmed from its home try-on program, affordability, and stylish frames, while issues like limited selection and weak in-store presence were identified as areas for improvement.
- By analyzing consumer intent, the tool helps businesses understand how individuals engage with a brand. For instance, Warby Parker observed a high volume of research and comparison queries, indicating that potential customers were in the decision-making phase rather than ready to make a purchase.
- SEMrush's AI Toolkit measures brand visibility across various AI-powered search engines, highlighting differences in search result priorities. Warby Parker, for example, exhibited stronger visibility on ChatGPT compared to Gemini, suggesting the need for adjustments in its content strategy for Google's AI-driven search results.
The fight for brand visibility in AI-driven search 
Competitive Analysis and Sentiment Comparison
The AI Toolkit also offers a side-by-side competitive sentiment analysis across major platforms, enabling brands to gauge their sentiment perception relative to competitors. For instance, Warby Parker's sentiment perception was more favorable on ChatGPT but weaker on Gemini, indicating the necessity for a refined strategy to enhance visibility on Google's AI search platform.
While SEMrush's AI Toolkit is valuable for monitoring AI-driven search market share, sentiment analysis, and query intent distribution, it may not provide detailed brand-specific analyses or insights into how AI-generated content influences consumer decision-making. The additional cost of $99 per month per domain could also deter some businesses from fully embracing the tool.
For brands seeking a holistic view of AI search visibility and sentiment tracking, SEMrush's toolkit serves as a reliable option. However, organizations looking to delve deeper into understanding how their brand narrative evolves across AI-generated search and media may find a more comprehensive solution like Avenue Z's AI Share of Voice tool to be a worthwhile investment.
If you require assistance in enhancing your AI search visibility strategy, do not hesitate to contact our experts.
